There are few makeup artists who manage to shape the aesthetic of the decade, but Isamaya Ffrench undeniably did just that. A famous British makeup artist and beauty director, she worked on the faces of iconic celebrities like Rihanna and Bella Hadid and became a leading member of the ugly and unexpected beauty movement. Think: her faces covered in shells for the Burberry fashion show and sculpt alien beauty looks with extremely pointed ears. Now she’s taking her signature on all things grotesque and beautiful and channeling it into her first line of own-brand cosmetics, announced yesterday on Instagram and in British Vogue that Isamaya Beauty will arrive in June 2022.
According to vogue, the line is an asexual approach to beauty that is “instinctive for its generation.” It will also capture the 33-year-old’s “maverick understanding of glam,” so don’t expect to see the same old in the landscape of increasingly similar beauty brands. “It’s not another out-of-the-box competitive red lip,” Ffrench told Vogue. “There are people who don’t just want ‘glamorous and pretty’, but something more edgy and exciting. I want my brand to speak to those people. Something honest and uninhibited, that’s how I see it. The brand has already released a promo video on the theme of leather bondage on TikTokwhich, although it does not show any product, gives off a very particular vibe.
The debut makeup collection is clearly a revolt against cookie-cutter celebrity beauty brands, with “industrial” eyeshadow colors, mascara for long lashes and a pomade that completely layers the brow for a naked effect (thus new eyebrows can be penciled in superimposition, or not). It also comes after years of experience in the industry, including as Global Make-up Artist for Christian Louboutin in 2019 and Global Beauty Director at Burberry Beauty in 2020. She was also one of the driving forces behind the launch of Byredo’s color cosmetics line, starting September 2020.
The surprise announcement of avant-garde queen Ffrench is sure to shake up the makeup industry. It also takes us deeper into the goth and punk beauty trends that are starting to circulate and we’re more than here for it. While more details on exactly when and what the launch will be have yet to be released, you can already register now for first access to Isamaya Beauty website.